Metafox Coaching Tools

What Metafox Coaching Tools does

Metafox Coaching Tools, founded in 2018 and headquartered in Bamberg, Germany, designs and sells physical and digital coaching tools targeting professional coaches, therapists, trainers, and facilitators. The company's core offering is the deep pictures product line — sets of 52 evocative photo postcards combined with structured coaching questions across themes including emotions, strengths, values, needs, beliefs, mindfulness, leadership, and organizational development. Beyond picture cards, Metafox offers coaching cards, compass visual tools, coaching cubes, posters, and digital versions of these products, with availability in 8 languages across approximately 50 countries via a Shopify-based direct-to-consumer e-commerce storefront. Underlying technology includes the metafox.online digital whiteboard platform (integrating coaching cards with session templates, client management, and documentation), the Strengths Discovery App (an online strengths assessment combining self-assessment with peer feedback), and integration partnerships with Miro and Conceptboard for virtual facilitation.

The business model combines multiple revenue streams: one-time sales of physical coaching tools (the main driver, with 100+ products priced between $11 and $80 for individual sets and $55-$94 for deluxe bundles), digital product sales (including digital card sets and gift cards priced $58.80-$117.60), premium in-person workshop revenue through The Inner Journey 3-day certification program offered internationally at $988-$1,779, and a freemium layer of free PDF resources (50+ methods handbook, workbooks, feelings/needs/values lists) that functions as lead generation. Go-to-market is multi-channel: content marketing via three blogs and a podcast, an email newsletter, SEO-optimized product pages, free resources as lead magnets, prominent customer testimonials, and professional endorsements from ICF Germany, DGSv, Coaching Magazin, BDVT, Animas, and Junfermann Verlag. The company is privately held, founder-owned, and bootstrapped with no disclosed venture capital or institutional investment; it employs 11-50 staff and was recognized as the leading product in the picture cards category by the BDVT European Training Award in 2024.

Name

Metafox Coaching Tools

Legal name

metaFox.eu

Website

https://metafox.eu

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Metafox Coaching Tools, founded in 2018 in Bamberg, Germany, designs and sells physical and digital coaching tools for professional coaches, therapists, trainers, and facilitators across eight languages and roughly fifty countries.

Ownership category

akta.pro rank

Product category

Professional Coaching Tools

NAICS

Hobby, Toy, and Game Retailers (45912), Software Publishers (5132), Computer Training (611420)

SIC

Pens, Pencils & Other Artists' Materials (3950), Services-Prepackaged Software (7372)

akta.pro primary industry

Corporate/Workplace Wellness Coaching (HSADAGAL)

akta.pro secondary industry

Live Audio Q&A, Coaching & Mentorship Platforms (MPACAEAI)

Keywords

• Coaching picture cards
• Therapy conversation tools
• Emotional intelligence resources
• Digital whiteboard coaching
• Professional development workshops

Headquarters

HQ city

Bamberg

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Physical Coaching Tools: Sale of physical products including picture cards, coaching cards, question cards, compasses, cubes, and posters. Products range from individual cards ($30-$80) to bundled sets ($94+). Main revenue driver with 100+ products across multiple topics.
2. Digital Products: Digital versions of coaching cards, digital gift cards, and online assessments. Available for instant download or access via metafox.online platform.
3. Workshop Programs: The Inner Journey 3-day experiential certification workshops offered internationally at prices from $988-$1,779. Premium in-person training revenue stream.
4. Free Resources: Free handbook (50+ methods), workbooks (ACT, Beliefs), feelings/needs/values lists, and printable cards serve as lead generation for paid products.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Metafox Coaching Tools designs, manufactures, and sells physical coaching tools — including picture postcards, coaching cards, compasses, and cubes — across 20+ thematic sets (emotions, values, strengths, needs, beliefs, leadership, teambuilding). The company also operates metafox.online, a digital whiteboard platform for virtual coaching sessions, the Strengths Discovery App for online strengths assessment, and runs The Inner Journey, a 3-day experiential certification workshop offered internationally. Products are sold in 8+ languages and shipped globally from Germany.

Product overview

Metafox Coaching Tools offers a comprehensive portfolio of physical and digital coaching tools designed for coaches, therapists, trainers, and facilitators. The core product line includes deep pictures (evocative photo postcards combined with coaching questions in various themes like ORIGINAL, World of Emotions, Building Resilience, Leading Change, and Dreamland), coaching cards (Values Cards, Strengths Cards, Emotions Cards, Needs Cards, Purpose Cards, Beliefs Cards), and Compass tools (Emotions Compass, Needs Compass, Strengths Compass, Values Compass, ACT Compass, NLP Compass). The company also provides Coaching Cubes for interactive engagement, worksheets and workbooks (ACT Workbook, Beliefs Workbook, Wheel of Life Template), and free PDF resources (Coaching Tools Handbook with 50+ methods, Feelings List, Needs List, Nonviolent Communication eBook). The digital offering includes metaFox.online (a digital whiteboard platform with cards and templates), the Strengths Discovery App (online strengths assessment with peer feedback), and downloadable digital versions of physical products. Physical products are available in multiple formats including postcards (A6), compact cards (7x11cm), large cards (A4, B5), and poster maps. The Inner Journey is a 3-day onsite workshop program for certification. The company also offers a custom card creation service for organizations wanting branded tools.

Differentiator

Problem solved

Functional benefit

Brands

• deep pictures: Picture cards combining evocative images with powerful coaching questions for coaching, therapy, and personal development
• The Inner Journey
• metaFox.online
• Strengths Discovery App

Products and services

• deep pictures Product Line Physical picture postcards combining evocative imagery with coaching questions for use in coaching, therapy, training, and facilitation contexts. Sold as themed 52-card sets to professional practitioners and individual consumers globally.
• Coaching Cards Product Line Physical coaching card sets designed for specific therapeutic and coaching modalities, including emotions identification, values exploration, strengths discovery, Nonviolent Communication, and Acceptance and Commitment Therapy. Used by coaches, therapists, and trainers to structure client conversations.
• Compass Tools Visual reference charts and posters used as structured conversation aids during coaching and therapy sessions, organized around psychological models and therapeutic frameworks.
• Coaching Cubes Physical cubes designed for interactive engagement with clients, used by coaches and therapists for emotional exploration and storytelling in sessions.
• metafox.online Digital Whiteboard Platform Online coaching platform combining simple digital cards, coaching templates, client management, and documentation for interactive, visual, and structured online coaching sessions. Targeted at coaches, therapists, trainers, and facilitators conducting virtual sessions.
• Strengths Discovery App Web-based strengths assessment application that combines self-reflection and observer feedback to generate individual Strengths Reports for use in coaching and development contexts.
• The Inner Journey Workshop Premium 3-day in-person certification workshop for professional coaches, facilitators, and trainers, offered internationally at prices ranging from $988 to $1,779 depending on location.
• Build Your Own Coaching Tool Bespoke custom card set creation service for organizations wanting branded coaching tools. Metafox handles design, production, and logistics while the client provides content and branding.
• Digital Card Sets Downloadable digital card versions of the physical card sets, designed for virtual coaching sessions, use on digital whiteboards, or self-printing.
• Strengths Course Online video training course for professional practitioners wanting to integrate strength-based approaches into their coaching and facilitation practice.

Quantifiable outcome

• Products rated 4.2-4.8 stars with hundreds of verified reviews
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Walk & TalkminorStrategic or Co-development PartnerDeveloped the 'Walk and Talk' conversation cards for outdoor coaching in collaboration with Walk & Talk. 25 conversation prompt cards designed for walks in nature.
• Kirsten Dlugoss (Solution Focused Coaching Expert)minorStrategic or Co-development PartnerCollaborated with Kirsten Dlugoss to develop the Solution Focused Coaching digital card set for online sessions.
• Berg & MachercoreStrategic or Co-development PartnerCo-developed the 'Effective Organizational Development' deep pictures card set curated by Berg & Macher for Agile Transformation. Berg & Macher founder provided testimonial on custom card development experience.
• StrategyzerminorGTM or Marketing PartnerReseller of Strategyzer's 'Blah Blah Blah' cards on the metaFox platform, offering strategic conversation tools alongside coaching products.
• ICF Germany (International Coach Federation)minorOthersEndorsed by ICF Germany as recognized professional coaching organization. Logo displayed in endorsements section.
• DGSv (Deutsche Gesellschaft für Coaching)minorOthersEndorsed by DGSv German Coaching Society. Logo displayed in endorsements section.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• CoachAccountable: CoachAccountable is a coaching practice management platform offering session notes, client management, and assessments for professional coaches. It intersects with Metafox's metafox.online platform on coaching workflow tooling.
• Walk & Talk (WalkTalkSap): Walk & Talk produces conversation cards for outdoor coaching walks and is a co-development partner with Metafox. They share the niche of physical coaching conversation cards but specialize in outdoor/walking use cases.
• Paperbell: Paperbell is a coaching business platform handling scheduling, payments, packages, and session delivery for independent coaches. It overlaps with Metafox's metafox.online offering on the digital session/whiteboard layer serving individual practitioners.

Broad incumbents

• VIA Institute on Character: VIA Institute provides the widely used VIA Character strengths assessment and related survey products for coaches, educators, and HR professionals. It is a broad incumbent in the character/strengths assessment space where Metafox's Strengths Discovery App also plays.
• BetterUp: BetterUp is a large, well-funded digital coaching platform combining 1:1 coaching, AI, and learning content for enterprise. It targets the same corporate trainer/facilitator end-customers as Metafox but as a broad incumbent across the full coaching stack.
• Gallup (CliftonStrengths): Gallup's CliftonStrengths is the dominant strengths-based assessment tool used by coaches and organizations globally. It competes directly with Metafox's Strengths Discovery App while operating at vastly greater scale and brand recognition.

Direct peers

• Stattys: Stattys is a German manufacturer of self-adhesive visual collaboration notes and cards used for visualization, coaching, and facilitation. Metafox resells Stattys Notes on its storefront and competes in the same visual-coaching-tooling category in German-speaking markets.
• Eklektika: Eklektika is a Czech-based maker of picture coaching cards and creative conversation tools, closely overlapping with Metafox's deep pictures product line in imagery-based coaching. Both target coaches, therapists, and trainers with visual card-based methodologies across European markets.
• Strategyzer: Strategyzer produces card-based business strategy tools (e.g., Business Model Canvas, Value Proposition Canvas, Blah Blah Blah cards) for strategists and coaches. Metafox explicitly resells Strategyzer's Blah Blah Blah cards, indicating overlapping product category and practitioner audience.

Others

• Junfermann Verlag: Junfermann Verlag is a German coaching and psychology publisher whose materials Metafox explicitly endorses and recommends. It is an adjacent publisher in the German-language coaching/psychology ecosystem, supplying content Metafox's practitioner customers also consume.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeopen.spotify.com/show/7GLdVzbeIdKlVkG3yAiPsf
• LinkedInlinkedin.com/company/metafox-coaching-tools

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Metafox Coaching Tools